Action Products and Shopatron Partner for Online Sales; New E-Commerce Strategy Benefits Independent Retail Dealers.

ORLANDO, Fla. -- Action Products International, Inc. (NASDAQ:APII), a leading toy designer and manufacturer of educational and positive, non-violent branded toys, announced today that the Company has launched a new feature to its online presence designed to add sales for the company's branded product lines as well as our retail dealer network. Action Products - Curiosity Kits has joined the Shopatron network, allowing consumers to place online orders at http://www.apii.com that are filled by existing Action Products and Curiosity Kits dealers across North America.

Put simply, a "Buy Now" button has been added to each item shown on all Action Products websites. This new feature allows online consumers to fill a virtual shopping cart with Action Products merchandise. These online consumer orders are submitted to a network of Action Products team members (independent specialty retail dealers) who fulfill the consumer orders based on store inventory and proximity to the consumer. This will speed up delivery and reduce shipping costs to the consumer.

Ron Kaplan, President and CEO, said, "As online shopping becomes increasingly popular, and gas prices continue to trend higher, we realize more people are turning to the web to research and purchase educational toys. Our new partnership with Shopatron provides an excellent opportunity for our consumers (many of whom have purchased our product from a retail dealer) to make additional purchases at their convenience and allows us to provide that business to our dealers. Action Products is loyal in our commitment to supporting our specialty retail dealers across the country. In this way we are using our product packaging and websites to provide an opportunity for our retail partners to capture sales beyond their brick-and-mortar stores, even if they don't have a website of their own. The results are expected to add to our overall sales and profits."

About Action Products International, Inc.

Action Products International, Inc., based in Orlando, Florida, is a toy manufacturer emphasizing educational and positive play brands, including JAY JAY THE JET PLANE Wooden Adventure System, the I DIG (R) series, Space Voyagers(R) "The most authentic Space Toys on the Earth," ToddWorld(TM) soft play toys, Climb@Tron(TM) window-climbing robots, Curiosity Kits(R) and IMADETHAT(TM). Its products are marketed and sold to toy stores, specialty retailers, Internet retailers, museums, zoos, theme parks, attractions, catalog companies and education markets in the United States and worldwide.

Visit the Company's websites at http://www.apii.com and http://www.curiositykits.com

Any statements that are not historical facts contained in this release are forward-looking statements. It is possible that the assumptions made by management for purposes of such statements may not materialize. Actual results may differ materially from those projected or implied in any forward-looking statements. Such statements may involve risks and uncertainties, including but not limited to those relating to product demand, pricing, market acceptance, the effect of economic conditions, intellectual property rights, the outcome of competitive products, risks in product development, the results of financing efforts, the ability to complete transactions, and other factors discussed from time to time in the Company's Securities and Exchange Commission filings. The Company undertakes no obligation to update or revise any forward-looking statement for events or circumstances after the date on which such statement is made.